Coloreel has appointed Torbjörn Bäck as its new CEO with effective from August 9, 2021. He will succeed Mattias Nordin who will transition to a new role within Coloreel as Senior Vice President Business Development.

Torbjörn Bäck was earlier employed as the President of Camfil Northern Europe, an international manufacturing group with world leading technology. Prior to this, he was the Senior Vice Persident for Nederman in Asia Pasific. Torbjörn has a long industrial experience from sales and marketing, product management including hands on leadership experience for how to create growth for products and innovative companies.

Coloreel is a Swedish textile innovation brand with a groundbreaking technology for embroidery that enables high-quality coloring of textile thread on demand, unlocking a world of potential It is a part of the movement to reduce waste and move the textile industry towards more sustainable production. By coloring the thread directly, there is no wastewater, hence no water pollution. And, using a single reel of thread and needle also means minimized thread waste and minimized microfiber pollution.